Preferences for pomegranates, including some novel pomegranate varieties,were evaluated using an experimental auction and nonhypothetical preferenceranking mechanism. Additional information on the taste and health benefitsof the products was provided to mimic the information-gathering process onnovel products. Product familiarity, product information, and referenceprices were key factors in explaining willingness to pay for the includednovel products. Results from the auction and nonhypothetical preferenceranking procedures were divergent. Furthermore, interactions were detectedbetween information treatments and product characteristics.